A few months ago I made a conscious point to start saying “web search” instead of “Google”. Same number of syllables, and it has grown more familiar and natural over time. Same with “tissue” instead of “Kleenex”. I tell my coworkers to “just do a web search for $phrase” and it comes out fine. Several of them have switched to DDG, so the term “web search” is more inclusive anyways :)
I like destroying trademarks by verbifying them.
Does that work? I’d imagine it just strengthens their brand until someone takes it to court.